Last Updated on September 18, 2021 by scottkandh
How to make conversions with using keyword research. In the previous posts I wrote about Keyword Research Strategy to defining your blog’s mission and USPs. One of the main reasons for wanting to improve your Search Engine Optimization is so that you bring traffic to your blog and to make sales. I wrote a post earlier called How to convert Affiliate link clicks to actual sales. I’m excited about this post because once again I’ve researched a topic that is very difficult for bloggers to achieve in their first or second year which is Keyword Research How to make conversions.
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This is the eighth article I’ve written about keyword research strategy. In the previous posts I wrote about:
- A Keyword Research Glossary for Bloggers,
- Need more Traffic Focus on using a Holistic SEO Approach
- The importance of using a Holistic SEO approach,
- How to improve your SEO score with Keyword Research
- Keyword Research Strategy to defining your blog’s mission and USPs
- Examining Keyword Research to Optimize your website
- The Basics of proven best Keyword Research
Now conversion on a blog has several different connotations, it necessarily doesn’t have to conclude with making a sale. It’s the action that you are trying your visitor to take when they visit your blog post to subscribe to your blog, make a comment, again it’s any action that you want your visitor to complete. The number of factors that make someone make a conversion is very exhaustive and I’d be unable to list all of them within this post.
So rather than focus on why people aren’t converting, this next section is going to concentrate on the things that we can do help make that conversion and looks at Keyword Research and how to make conversions.
How to make a conversion
For Keyword Research and how to make conversions you have to put yourself into your readers shoes. In other words you “don’t want to provide your own perspective” of the product that you want people to buy. Instead you need to do exactly the opposite which is called create a user-centric page. That means looking at your post from your user’s perspective. What I recommend is for you to picture that perfect customer and envision what is it that they’re looking for and are willing to buy. Rather than provide you with some examples of what I’m referring to here the better way to phrase this is that you need to specifically identify with something that your visitor can relate to on your blog when they’re searching. Conversion involves making your customers happy and one of the best ways to make them happy is to design your posts with user-centric in mind.
One of the points I here from many bloggers, is that you need to understand the pain points of your audience.
“Your content should appeal to a specific group of people that is going through a specific pain point. Look at your most shared content and understand the reason behind its success. People are more likely to share contents that are useful and can actually fix their problems.” Fixing people’s problems is where you will take the greatest stride forward in making your conversions.
A really good example of this (from the standpoint of understanding pain points) is I was trying to find directions on how to make a tripwire and I couldn’t find instructions anywhere on how to make and set-up a tripwire. With a lot of patience, it took me nearly a week to learn how to set up a tripwire from the beginning all the way to the end. I created a tripwire checklist and I also have a tripwire for how to make a tripwire using a program called Easy Digital Download. I didn’t want to pay $47 for something that I could figure out myself and I have it available at a substantially lower price for $10 than other bloggers.
Why would you want to buy how to instructions to set-up a tripwire? So that you can sell your own digital products such as e-books or checklists on your blog.
Tying conversion into your keyword strategy
I’ve provided the definition and now you have a better idea of what conversion means, but you need to apply conversion into your keyword strategy. The “art” of conversion ties into your keyword strategy twofold. I call conversion an art because it takes a while for bloggers to master this technique (including yours truly). Keyword Strategy and Keyword Research are the key for how to make conversions.
- Some keywords are more likely to convert than others.
- When you write your post and you want to sell something, you need to have a good understanding what keyword you’re going to be ranking for.
If at this point, you need a little refresher on some of the terminology that I’m using now might be a good time to take a look at a post that I wrote called Keyword Research Glossary for Bloggers.
I’m taking a step outside of my comfort box here because I’m admitting that I haven’t had too much success with many people signing up to take my free blogging mini-course. My goal in this instance is to convert people to enroll in my free blogging mini-course.
I’m going to provide you with a practical example that will kill two birds with one stone. 1) By providing you with a practical example and 2) To increase the ranking for my free blogging mini-course.
Prior to writing the last few posts on keyword research I was primarily using one or two focus keywords for my posts. One of the best ways to make a conversion is to use long-tail keywords (4 or more keywords).
So here are some of the real-life focus keywords that I have been using to rank for the two primary posts/pages that deals with the free blogging mini-course. I’ll list them as before and after with the hopes that the after list starts getting more people enrolled in the course and a higher ranking.
Focus Keywords before optimizing
- How to start a blog
- Search Engine Optimization (SEO)
Suggested Focus Keywords / Keyphrase after optimizing
- Free blogging mini-course
- Free online blogging course
- Free blogging course
- Free course on starting a blog (preferred – #1)
I’m going to be careful with this because I might have to change the focus keyword after I make the change because I know for a fact that the free blogging mini-course shows up in my SERP now and I don’t know if it’ll show up after I change it. Well the good news I changed the focus keyword and the SERP result still shows by free blogging course (for now). I’ll continue to keep an eye on it.
I’m offering this advice because you too might want to make a note of what your focus keywords results from a google search before and after. In case you need to make a change.
Now take a look at the suggested focus keywords / Keyphrase after optimizing above again. When you are trying to determine the most likely focus keywords to convert you need to take the perspective of the person doing the search and doing the query. Ask yourself this one question – What are they “most” likely looking for in their search?
The first three suggestions are not that bad; however, the one that appears to be the most likely to convert is the 4th one: Free course on starting a blog.
Here’s a problem that Neil Patel addresses in his post called: How to Convert Blog Readers to Leads.
“According to Forrester Research, around 97-98% of your visitors leave without taking an action or identifying themselves.”
Neil recommends that in order to make conversions you need to increase your traffic.
The bottom line is that if you want your visitors to do something you need to provide them with a call to action and ask them to do this or that.
To make conversions you need to funnel people when they land on one of your posts over to your product page.
One of the best strategies you can apply is to use Holistic SEO and then:
- Research every factor of keyword strategy and smartly use the choices that you made from your research and
- Examine your posts to see how they stack up to conversion pointers from this post.
These two strategies outlined above are critical for Keyword Research and How to make conversions.
Here’s a suggestion from Spiralytics Performance Marketing in their blog post called 26 Conversion Rate Optimization Stats to Fuel Your Blog Strategy on how to convert your blog traffic into leads.
“Indeed, getting more out of your existing traffic will take more than merely publishing blog posts. Aside from understanding your target audience and using buyer personas to drive your content marketing, optimizing your blog posts for conversion should be up there in your list of priorities, so you can get a leg up on the competition.” – Spiralytics
This article called 27 Tricks to Boost Blog Post Conversion Rates is more than three years old; however, I did notice a few things that are not on my website that I’d like to implement such as a Hello Bar.
Lastly, several blog posts that I looked at talked about conversions mentioned a term called CRO. Yet none of them mentioned what CRO stood for so I looked to see if I could find a good explanation on what CRO meant.
What Is CRO?
“Conversion rate optimization or CRO is the practice of raising your conversion rate by compelling visitors to your site to take specific actions like buying a product, downloading a PDF, or subscribing to a newsletter.”
CRO is used if you want to make small gradual improvements or to optimize the marketing process entirely. CRO and SEO are not exactly the same thing. They are two completely different strategies.
CRO – how human experience your website
SEO – how algorithms and search engines interact with your website
For more “detailed” information regarding CRO I recommend a blog post called: What is CRO and Why does it matter?
This excerpt below from nexcess.com (the post referenced above) points to what I’ve been trying to express in this blog post that you need to look through the lens of your visitors of your own blog.
“Visit your Own Website: Good CRO is about making changes that are informed with reliable and relevant data. But never forget the subjective component—your customers. Data analysis and conversion tracking alone don’t tell the whole story of your customers’ journey. CRO also requires you consider the subjective—how your customers feel when they visit your site. To run CRO like a pro, you’ve got to empathize with your customers, look through their eyes—surf a mile in their browsers.”
If you liked this post, I hope that you’ll consider enrolling in
my free blogging mini-course to learn more about blogging and SEO.